EuroPride is a momentous two week cultural festival, dedicated to stimulating and celebrating the LGBT community across Europe.
Every year the honour to host the festival is granted to a European city that presents the best proposal to the European Pride Organisers Association.
After a pan-European pitch, Amsterdam was selected as host for 2016. As part of our ongoing relationship with the Amsterdam Gay Pride Foundation, we created the winning pitch. We were subsequently briefed to create the visual identity for the event to showcase the city of Amsterdam as the LGBT capital of Europe.
In keeping with the theme ‘Join our Freedom’, we created an identity and campaign that showcases Amsterdam as a city that welcomes and actively supports sexual diversity.
Central to the identity is the iconic symbol of Amsterdam – the three crosses – reinterpreted as graphic emblems representing the LGBT community, European community and the host city.
For two weeks the centre of Amsterdam was transformed in EuroPride style. All event elements were bound together by one look & feel applied to communication, flags, signage, crew outfits, merchandise, programs, and many other carriers.